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Case study

 

How Future Dreams used low starting bids to maximise results and maintain great relationships with their artists.

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A leading breast cancer charity

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auctioning contemporary artworks

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as a branded fundraising campaign

raising over £115,000 for their cause.

A Luxury Watch brand

Auctioning a unique watch.

For fundraising, brand visibility, and collector discovery

Raising CHF 150,000 for Aqua Pearls.

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Case study

 

How Future Dreams used low starting bids to maximise results and maintain great relationships with their artists.

Future Dreams are a charity providing in-person and virtual support for those diagnosed with breast cancer, alongside promoting breast health awareness and funding research.

They had previously worked with our team for a virtual fundraising auction in 2020 and in 2024, after the launch of Indy.auction, they returned looking to run a professionally presented, artist-first auction under their own brand.

Lot 55. Christina Wilson - The 2 Peonies - Future Dreams

Timing was also critical, as Future Dreams needed a live auction landing page in advance, so it could be integrated into their wider campaign and printed promotional materials.

The goal.

- Fundraise for Future Dreams’ breast cancer support and research.

- Strengthen artist relationships by displaying artwork in the best light.

- Deliver a beautiful gallery-quality auction experience.

- Launch early for marketing.

The goal.

- Fundraise for Future Dreams’ breast cancer support and research.

- Strengthen artist relationships by displaying artwork in the best light.

- Deliver a beautiful gallery-quality auction experience.

- Launch early for marketing.

Lot 2. Chantal Joffe - Emily with Sugar I - Future Dreams
Lot 7- Harland Miller - LUV - Future Dreams-1

In summary, Future Dreams needed a professional, beautifully designed auction that showcased donated artworks at their best, while keeping final sale prices private to strengthen relationships with contributing artists.

With its artist-first design, seamless bidder experience, early launch capabilities, and a proven track record from previous collaborations, Indy.auction was the perfect fit for their goals.

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"Indy.auction is a brilliant platform for us."


Sam Jacobs    |    CEO, Future Dreams

A creative agency and previous client recommended Indy.auction to address these challenges.

Hear Future Dreams share their auction experience.

The solution.

 

Indy.auction gave Future Dreams the tools, expertise, and flexibility to create a professional, artist-first auction that reflected their brand and maximised fundraising potential.

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Dedicated guidance

An ongoing auction advisor provided strategic support on auction customisation and structure, including advice on smart starting prices to maximise lot sale potential without compromising donating artist relationships.
Custom video content

To support campaign awareness, Indy.auction created a short promotional film for the auction that successfully generated buzz and engagement.
Early launch

The auction landing page was built and published well in advance, giving Future Dreams time to promote the event and secure early bidder registrations.
Lot management

Indy.auction supported with lot uploads and in-situ artwork mockups, helping present Future Dreams' works in a more compelling format.
Flexible support

The Indy.auction team provided hands-on assistance throughout, making manual changes, managing uploads, and sending bidder communications directly when needed.
Private auction results

Final sale prices were not published publicly, helping protect the reputations of participating artists, maintain the charity’s long-term relationships, and facilitate future donation opportunities.

The challenge.

Raise funds for Aqua Pearls.
  • Raise funds for Aqua Pearls.
  • Use the auction to build visibility through press and brand storytelling.
  • Identify new collectors beyond their existing client base.
  • End the auction on World Water Day to align with the auction’s mission.

Traditional auction houses lacked the flexibility to offer specific auction dates or give H. Moser & Cie. access to underbidder data, while off-the-shelf auction platforms lacked the brand control and presentation options that luxury collectors expect. An auction house partner recommended Indy.auction to solve these challenges.

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The solution.

Indy.auction enabled H.Moser & Cie. to take full ownership of their auction while providing hands-on support throughout.

TOUCH
Auction support We provided a dedicated auction advisor who helped the H.Moser & Cie. team create an auction strategy that would maximise final value, including optimal starting price suggestions and bespoke assistance.
TOUCH
Targeted audience outreach We shared the auction with a curated list of high-intent luxury watch buyers in our marketing network, driving traffic, registrations, and new bidder activity.
TOUCH
Marketing Support Our auction marketing team worked with H.Moser & Cie. to ensure messaging, timing, and social media activity aligned with their campaign goals.
TOUCH
Custom platform enhancements Our technical team implemented bespoke updates to serve the needs of H. Moser & Cie.’s auction, including video functionality.
TOUCH
Intuitive Setup Indy.auction enabled the H. Moser & Cie. team to build a fully branded, single-lot auction with rich visual and technical presentation of the timepiece, including high-resolution imagery, embedded video, and descriptions detailing the unique specifications of the watch.

The solution.

Indy.auction enabled H.Moser & Cie. to take full ownership of their auction while providing hands-on support throughout.

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Auction support

We provided a dedicated auction advisor who helped the H.Moser & Cie. team create an auction strategy that would maximise final value, including optimal starting price suggestions and bespoke assistance.

Targeted audience outreach

We shared the auction with a curated list of high-intent luxury watch buyers in our marketing network, driving traffic, registrations, and new bidder activity.

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Marketing support

Our auction marketing team worked with H.Moser & Cie. to ensure messaging, timing, and social media activity aligned with their campaign goals.

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Custom platform enhancements

Our technical team implemented bespoke updates to serve the needs of H. Moser & Cie.’s auction, including video functionality.

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Intuitive setup

Indy.auction enabled the H. Moser & Cie. team to build a fully branded, single-lot auction with rich visual and technical presentation of the timepiece, including high-resolution imagery, embedded video, and descriptions detailing the unique specifications of the watch.

The results.

"It is unusual for a piece this expensive to be won by a new collector who was previously unknown to us.

That was a notable highlight."

Michael MattMarketing Manager, H. Moser & Cie.
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The auction raised over £115,000, with several lots exceeding public market benchmarks, indicative of the smart pricing strategy.

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One artwork sold for double what another piece from the same edition had achieved at a recent international auction.

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Artists actively supported the campaign through their own channels, highlighting the strength of auctions and their collaborative model.

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Future Dreams was particularly pleased with the custom campaign video and the level of support provided by the Indy.auction team.

"Indy.auction is a brilliant platform for us. We are all about the personal service and we're able to upload our own branding. We are able to put our pink scene on it, the artists keep feeding us lots of information, and it is effortless to upload."


Sam Jacobs    |    CEO, Future Dreams

Beyond the sale, the auction’s success reinforced H.Moser & Cie.’s positioning as an innovator willing to blend heritage craftsmanship with modern direct-to-collector experiences.

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